| Summary: | 碩士 === 國立東華大學 === 國際企業學系 === 106 === Modern people advocates material life nowadays, and there are more consumption expenditure inevitably. We can’t avoid from the fashion trend, as we are pursuing the material life, the fashion trend comes up with a new consuming behavior. Fashion goods keep bring forth the new through the old, supplying more choice to the consumers to get their needs. Consuming and pursuing fashion have already plays an important role in our life. However, many consumers often ignore the negative effects of popular emotion during the time we are pursuing fashion. Consumers have not aware or attach the importance of this quick change brings out civilization problem, this is the fashion anxiety caused by popular pressure. The variable of fashion affects consumers bring out negative emotions when they are shopping. Nevertheless, consumers are inevitably buying under the fashion trend. This research explores whether fashion anxiety affects the intention of shopping from the perspective of consumers.
This study adopted quantitative study, general consumer questionnaire survey conducted for the study in Taiwan. Deduction of invalid questionnaire, totally 261 for valid questionnaire. As the study results: (1) Fashion anxiety and consumer intention of shopping fashion products show significant and positive influence. (2) Fashion anxiety and consumer intention of shopping fashion products adding online shopping as moderating factors show significant and positive influence. (3) Fashion anxiety and consumer intention of shopping fashion products adding product involvement as moderating factors show significant and positive influence.
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